Virtual Advertising

Search engine advertising is one of the methods to make your website always busy. If you pay for a search engine, it will let you expose more to your target customers.  As a result, you can reach more customers and earn more profits from the Internet business. In general, if you have more budgets for a better search engine, your exposure rate will be higher. Therefore, the majority of the marketers believe this business practice, and they spend more and more money on the search engine advertising.  Consequently, many big Internet search engines can earn huge profits and expand their business rapidly. 
However, there are some issues that marketers need to consider. They have to think about the perception of search engine results to their consumers. According to the research, consumers tend to trust the organic listings rather than the paid one. Moreover, the research also points out that consumers always prefer the one with the most typically relevant descriptive text and link among the top five search results. It shows that behavior of consumers is more tend to non-sponsor link and informative link.
The second issue is the CTR (click through rate).  Sometimes, the CTR of websites is very tricky that marketers may need to pay huge cost. For example, all customers’ ads will be default to ads provider’s content network. When consumers click the content page, the CTR is counted. In fact, consumers may be just interested in the content page, and they may not be interested in the marketers’ ads at all. In addition, the pricing of CTR between inexperienced marketers and experienced markets has a huge difference. The price range is $0.75 to $4.00 per click.  Last but not least, click fraud problem is also a serious problem, because the research from pay-per-click (PPC) online ad model has revealed that average14.6% of the CTR are fraudulent. The problem does not only waste marketers’ money, but it also breaks the trust between ad providers and marketers.
In short, if marketers would like to be more successful in their online business, they may need to consider what consumers believe in search engine results. They may need to use more search engine optimization than search engine advertising in search engine marketing.  It may help marketers get more control and precise in their online marketing strategies.

 

 

SEO Tools

Search engine optimization (SEO) is one of the important areas in the search engine marketing. It helps website rank on the top of the list at the organic position, non-paid listing, after conducting a research in the Internet. Search engine optimization usually uses many ways to improve the ranking of the website such as computer languages, keywords, phases, graphics, and links. Since SEO is a very complicated process, there are some tools to help marketers achieve their tasks. The first tool is called SubmitWolf, which is from Trellian. It provides a great source of one way link to a website. It will update regularly and select directories to submit to the user’s site based on the selected topic.  The second one is WebPosition from WebTrends. It has the Page Critic function to rank individual pages on the site, so users can adjust their web pages. As a result, their pages will be ranked higher. In addition, it can generate ranking reports to see how the site is ranking by typing keywords in a search engine to study such as Google.com. The third software is Word Tracker, which can do keyword research to see how popular searches each keyword is.  It can help utilize the best keyword for the users’ websites. The last one is OptiLink, which can help understand linking patterns of other websites. Thus, marketers can change their linking structures better. Since all these softwares have different specialties, marketers should select the most suitable one for their needs carefully.  Therefore, all tools can help marketers achieve their tasks efficiently.

 

Vivid Experience

Designing a visual interface of the website is very important in website development, because it may influence customers’ future experiences. If the website has a very attractive interface, web-surfers will be impressed. If they have a fantastic experience in the website, they probably will visit the website frequently. In addition, they will share the experiences in the website to friends as well. In term of this success, the website can sell products and services to more visitors afterwards. Therefore, having an attractive visual interface design is a major step to success. In general, there are seven design elements of the customer interface such as context, content, community customization, communication, connection, and commerce. They all provide profound foundation of building a brilliant website. However, there are some key concepts also need to be focused. The first is the consumers’ needs and direct benefits. This is not only to deliver the information of products and services. For instance, many sites describe a product’s features such as a car with hybrid gas and electric power. Mentioning features is acceptable, but a focus on benefits to customers is more likely to get them motivated. Describing the fuel savings and quit ride will keep them clicking towards the sale. Second, the website designer has to make sure what consumers exactly need. For example, a financial firm tells their web designer their goal is to help users execute transaction. However, the survey find out that their users are more interested in tracking portfolio performance. The third is to apply the right strategy to guide the design to corporate with firm’s products and services. For example, iPod keeps it simple because iTunes is where the complex interactions take place, not on the iPod itself. By distributing functionality to where it’s appropriate, Apple has been extremely successful. In short, in order to produce an attractive website to deliver a fantastic experience to visitors, firms’ management should combine not only the basic principles, but also thoughtful concepts in their design processes.

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